Analysis of Influencing Factors of Micro-blog Marketing Effect

DOI

10.2991/seiem-17.2018.46How to use a DOI?

Keywords

Microblog information, Microblog marketing, Structural equation model

Abstract

this paper firstly establishes the evaluation index system of micro-blog and micro-blog information evaluation index system of marketing effect by analyzing the structural features of micro-blog information, and analyzes information quality, credibility, micro-blog micro-blog micro-blog marketing interactive and brand exposure impact on micro-blog's marketing effect, which is based on 9 assumptions of their relationship and establish a structural equation model, using 12 skincare brand micro-blog account of cosmetics industry in January 2017 to verify the hypotheses are June week data. The results show that: the quality of information, micro-blog brand exposure, micro-blog interactive and micro-blog credibility have different degrees of impact on the micro-blog marketing effect, 8 hypotheses through the test of significance in different degree, but the path coefficient is generally low. So enterprises should pay further attention in establishment and maintenance of microblog marketing brand credibility, release high quality information and enhance enterprise brand visibility, so as to realize the integration of the microblog marketing effect.

Copyright

© 2018, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Yong-rong Xin
AU  - Qing-ping Huang
AU  - Xiu-ping Zuo
PY  - 2017/12
DA  - 2017/12
TI  - Analysis of Influencing Factors of Micro-blog Marketing Effect
BT  - Proceedings of the 2017 2nd International Seminar on Education Innovation and Economic Management (SEIEM 2017)
PB  - Atlantis Press
SP  - 185
EP  - 188
SN  - 2352-5398
UR  - https://doi.org/10.2991/seiem-17.2018.46
DO  - 10.2991/seiem-17.2018.46
ID  - Xin2017/12
ER  -